GRE Argument Topic 149

NOTE: The above topic has wording similar to Argument Task 150 of this Website. However, if you read carefully you will notice that the topic and the task instructions are different. Hence, it is very important to read the topic as well as its instructions completely before you start to write your response.

Sample 1:

The owner of Top Dog Pet Stores has created some assumptions about Fish Emporium's increase in sales that he believes apply to his own business. He should examine his assumptions to ensure that no other explanations for the increased sales exist before taking actions that may be costly and ineffective.

The owner of Top Dog Pet stores assumes that Fish Emporium increased its sales by placing ads in Exotic Pets Monthly. In fact, Fish Emporium may have made some other changes at the same time that are the real reason for greater sales. The owner may have added new products that are in high demand. They may have rearranged their displays to make higher priced goods more visible. Perhaps they cleaned up the store or hired more knowledgeable employees who made it easier for customers to find everything they need. In contrast, Top Dog Pet Stores may have failed to take similar actions to improve sales. The stores may be dirty, stocked with old or outdated merchandise, and manned by associates who have little knowledge about the products in the stores. In that case, no amount of advertising in any publication is likely to have any lasting positive effect on Top Dog's sales or profits.

The first rule of real estate is "location, location, location". The same is very often true in business. Customers must be able to find the store and park nearby. Fish Emporium's stores may be in ideal locations in Gulf City. They may be in popular malls or busy downtown shopping areas with plenty of free parking. Top Dog Pet Stores might be off the beaten path, making it difficult for customers to find them. The owner of Top Dog Pet Stores assumes that Gulf City is an ideal location for improving his business, and he bases his belief on the apparent success of Fish Emporium. Fish Emporium may have saturated the pet store market in Gulf City making Top Dog's success unlikely at best.

A 15 percent increase in sales sounds significant. Whether or not it is depends on what sales were when Fish Emporium began its advertising campaign in Exotic Pets Monthly. The owner of Top Dog Pet Stores may assume that the increase is on top of already satisfactory sales. If sales had fallen to an all-time low before the advertising campaign, the increase may have simply returned sales to previous levels. However, if sales were good prior to the ads, then the increase is something to celebrate. The even greater increase in sales at the Gulf City stores might be minor, in which case, Top Dog should not base its decision to run a similar campaign on that increase. Fish Emporium could have run a special promotion when it advertised in the magazine, attracting new customers and leading to a temporary uptick in sales. They may not have sustained the increase over the five-year time span even though the argument may lead to that assumption.

The reader may assume that all Top Dog Pet Stores are experiencing a decline in sales and profits. Companies with stores in different locations are servants to the vagaries of the marketplace. Some stores may be located in towns that are experiencing an economic downturn, and people cannot afford to spend money on pets and pet supplies. In contrast, other stores may be located in towns or cities where the economy is booming, and residents have the discretionary income to spend on treats for their pets. The owners may be better off by advertising in local newspapers or on local radio and television stations where sales have fallen off. Tailoring its advertising for each location may be a better strategy than relying on one outlet for its promotions.

It is common to assume that the steps to success for one business apply to all businesses or, at least, all similar businesses. This assumption can lead to costly mistakes. All conditions should be examined before spending money on any advertising.